HEINEKEN appoints Will Rice On-Trade Sales Director


Will Rice has been appointed On-Trade Sales Director following the departure of Stephen Watt.

Will has been with HEINEKEN since 2013 in a number of commercial roles in the on-trade, off-trade and Star Pubs & Bars, and, for the last five months, he has been acting as interim On-Trade Sales Director.

Boudewijn Haarsma, Managing Director, HEINEKEN UK says, “I’m pleased to welcome Will officially to the management team. His long tenure with HEINEKEN across many aspects of our business brings a huge breadth of knowledge and leadership experience, which together with his energy and passion for the industry, means he is best placed to lead the On Trade team.

Will Rice added, “It’s a privilege to lead our On Trade business. Growing in partnership with our customers’ businesses and ensuring our customer experience continues to excel, are key.  Additionally, I’m really excited about helping to build my exceptional team’s skills and capabilities and continuing to drive their growth.”

Will will be responsible for growing the On Trade together with customers, and the continued growth of eazle, the company’s new B2B platform.

In line with HEINEKEN’s DE&I journey, Will has also been a strong advocate and ally, helping to drive change across the business and industry.


Category: Bar & Pub, Beer, Brands and Drinks, News, People
Tags: heineken, On-trade Sales Director, Will Rice